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Latest Marketing Trends In Digital Media & Technology In Year 2016

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Digital dynamics of marketing has been continuously broadening its spectrum by encompassing new horizons of technology, market, and socio-economics. With the starting of 2016, lots of deliberation and brainwork is on about the new and latest trends of Digital Media & Technology. Experts, in their webinars and talks, are telling a lot about the trends that will influence the functioning of digital marketing more efficaciously and profitably. Speculations set the Thames of zeal on fire, and nowadays; it is happening with professionals of digital world too; as in market, there is a continuous droning sound about “what’s hot & what’s next in 2016.”

Market is a buzzed with industry experts’ helpful advice and suggestions.

 Tushar BakayaTushar Bakaya, the Marketing Analytic head of AskMe, when asked about top 3 trends in 2016, quotes:

  • More focus on user retention rather than customer acquisition.
  • 80% to 20% traffic split between mobile and desktop.
  • Death of WAP and 100% growth of mobile app.

ajay-profile-picIn another interview, Mr. Ajay Anand, head of SEO & Digital Advertising, Times Internet Limited, when asked about top trending moves that will influence digital marketing in 2016, says, “2016 will see a bigger pie of media ad spends and a continued shift towards mobile internet usage.” He further adds, “From Search perspective, “Web of Apps” initiative by Google could be a game changer where apps will be indexed like a normal website, hence cutting down the need for installing multiple apps on a mobile device.”

Nowadays, every single trend of digital marketing influence the functioning and outcomes of all the major industries and that is why understanding trends and changes in digital dynamics is quite significant for progressive existence of businesses.

Digital Transformation:

The year 2016 has come with a powerful digital transformation, which is predominantly considered as the Post Digital Marketing World, in which application of digital marketing has become so wall-to-wall that now we cannot go with separate digital silos. Now we need to transform digital silos in to integrated teams, as that will let you have a better business capability in today’s scenario.

jeff doddsTo talk about digital as some kind of separate entity is to not understand it. Our lives ARE digital is not a thing, it is simply a more flexible, response and efficient way to do business“, says Jeff Dodds, the Chief Executive of Tele 2 Netherlands (& ex-CMO for Virgin Media). He further adds, “There is too much talk about roles: digital job titles, digital strategies”. Digital is not something that needs a job title. This perpetuates the myth that it is a singular, siloed thing. I find some of the terminology that is used incredibly frustrating“.

In 2016,capability  of your business is decided with the level of integration of digital ease in functioning. For having market-leading capability, it is important to have optimized integration of digital. As per the statistics, based on a research conducted by DavidChaaffey, author of premier marketing books like Digital Business and E-Commerce Management, many businesses are at level 1 or 2 on a 5-point maturity scale, which tells the digital capabilities of businesses.

Source: David Chaffey Survey

Source: David Chaffey Survey

Latest Digital Marketing Trends for Enhancing Digital Business Capability

  • Adios to Traditional SEOs:

As per an article published by Forbes, most of the SEO practices followed by businesses since 2000 will turn in vogue in 2016. The new Penguin revisions planned for 2016 will let the ROI expected from traditional SEO to become negligible. The most predominant trend of 2016 would be maturing of the age of ad blocking, which will let us see massive correction in the advertising world.image 2

Increase in ad blocking will need more attention on content marketing and hence increasing content marketing budgets will be more significant to success. Content marketer has to be smart at showing ROI and hence marketers shall be forced to consider customized creation and publishing of contents as per their customers’ wish.

  • Content Marketing to Roll-Up the Momentum:

After paid promotions to be more challenging, experts conjecture a huge increase in content marketing budgets for 2016. Content will still be a king of Digital Marketing as it has been like a Royal Highness who is in no hurry to step down from its throne. Effective creation and distribution of solid, unique, entertaining, engaging and informative content is not going away, and it will still rule and stay as hot asset in 2016.

  • Use of Videos to Perk-up SEOs:

As per an analysis, done by Web Video Marketing Council, video marketing is getting lots of prevalence as 96% of B2B marketers are using it in their digital marketing strategy. 2015 was also a big year for Videos, and as per the reports of Facebook, now twice as many users watch videos compared to last years. The daily unique views on video platform YouTube has peaked at 1 billion and experts predict that by the end of 2016, videos will account for 69% of Internet Users.

  • Rise of Mobile Commerce:

Mobile commerce is going to climb a new height in 2016, and as per a new research conducted by Connexity, number of purchases made by a mobile device is projected to accelerate by 68 per cent. This growth forecast is much bigger than the expectations of some of the retailers and reason behind this would be predominance of Smart Phones.image 3

Commenting on this analysis, Hayler Silver (Vice President of Insights at Connexity) speaks, “The data from this study will be invaluable for retailers, as it gives them an insight into how consumers are behaving online, helping them understand how to better target audiences and create more personalized marketing messages.” She further adds, “Retailers – in fact all consumer facing brands – need to ensure that their online experience and all core actions work properly and intuitively on iPhones, Android phones, and iPads.

  • Mobile Ads:

With the boom of m-commerce, mobile ads will be one of the most influential factors for digital marketing this year. It will be important for the firms to start creating ad campaigns for mobile websites and apps. Online marketers should carefully analyze this opportunity and grab it, as it will be quite helpful for ensuring lucrative benefits & ROIs. As per the analysis of experts, CPA and PPC advertising for the desktop sites is going to phase out quite soon in 2016 and mobile ads will be the most ruling factor in this year for effective advertising.

  • Dependence on Data:

Data will play a big role in 2016 for strategic decision making of marketers, and the focus will shift from consumer acquisition to engagement and retention. Big data can be understood as the massive amount of information delivered quickly from varieties of resources. It incorporates customer data, social media data, and mobile data that help in making right marketing strategy, settling of a goal, and defining your success.iamge 4

  • Virtual Reality:This year Virtual Reality is also going to make its mark in the digital world as its first commercial VR gadget is releasing this year. Virtual Reality can effectively attach itself with social media, or YouTube or many other digital platforms, and hence can offer a new avenue to marketers. In 2016, it will let online marketers get more consumers in an accommodating and equally advantageous fashion.
  • Predictions for E-Commerce Trends: In last few years, e-commerce has evolved dramatically, as with the increasing use of tablets and smart phones, purchasing of goods and other items are taking place around the clock, all across the globe. As per the reports published by Forrester Research; titled as U.S. B2B E-Commerce Forecast- 2015 to 2020, B2B e-commerce sales in US may grow from $780 billion in 2015 to above $1 trillion in 2020. Reports also suggest that businesses that involve online services will grow from 30% in 2015 to 56% in 2017.image 5
  • Digital Marketing Activities & their Commercial Impact in 2016

David Chaffey, Author of numerous Digital Marketing books like Digital Business & E-Commerce Management, Total e-mail Marketing, etc. conducted a survey in February 2016, on different digital marketing activities and their impact in 2016. Marketing activities included in this survey are:

  1. Content Marketing
  2. Big Data (including market and customer insight and predictive analytics)
  3. Marketing Automation
  4. Mobile Marketing (Mobile advertising, site development and apps)
  5. Social Media Marketing that includes Social CRM and Social Customer Care
  6. Wearables (such as Apple Watch, activity trackers, augmented reality)
  7. Conversion Rate Optimization (CRO) for improving website experiences
  8. Internet of Things (IoT) (includes behavioral Email marketing, CRM, and web personalization)
  9. Search Engine Optimization
  10. Communities (Branded niche or vertical communities)
  11. Online PR
  12. Paid Search Marketing (Google AdWords Pay Per Click Online PR, influencer outreach)
  13. Display Inc programmatic (Banners on publishers along with ad networks social media including retargeting and programmatic)
  14. Partnerships including affiliate & Co-marketing

The graph displays percentage significance and impact of influential digital marketing techniques:

Source: David Chaffey Survey

Source: David Chaffey Survey

Trends of marketing change every year and 2016 will also be no different. Observing all these trends and complying with them is very important as they are in accordance with the policies laid out by biggest online marketing platform Bing & largest search engine Google. Therefore, do not wait & watch, just start using these Digital marketing trends for having a well-planned super-duper 2016.

Engineer by Education, Marketing Influencer by Profession, and Creative Writer by Passion- Shivendra is involved in Branding, Advertising & Consulting in the domain of Digital Marketing over the years. He relies upon his Digital Marketing learnings and uses the creative DNA for composing blogs that have the applied zeal to engage, entertain and inspire the readers- to Connect- Convince- Convert their target audiences via different digital media channels.

  • Digital-Marketing

  • There are 6 comments

    • 3 years ago

      Manish singh   /   Reply

      Great article. Really helped me to understand the marketing trends.

    • 3 years ago

      Poonam Kataria   /   Reply

      Very informative.. Good job Shivendra.. Keep writing more n more…

    • 3 years ago

      Harjeet kaur   /   Reply

      Very knowledgeable blog.wel explained..

    • 3 years ago

      Aquram Khan   /   Reply

      Keep it up writing this type of knowledgeable article. Great Research

    • 3 years ago

      Vikas   /   Reply

      Well done Shivendra,.Keep it up

    • 3 years ago

      Ansuman   /   Reply


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